All objectives should be SMART
i.e. Specific, Measurable, Achievable, Realistic, and Timed.
Specific - Be
precise about what you are going to achieve
Measurable - Quantify
Are you attempting too much?
Do you have the resource to make the objective happen (men,
money, machines, materials, minutes)?
Timed - State
when you will achieve the objective (within a month? By
Some examples of SMART objectives
1. Profitability Objectives
To achieve a 20% return on capital employed
by August 2007.
2. Market Share Objectives
To gain 25% of the market for sports shoes
by September 2006
3. Promotional Objectives
To increase awareness of the dangers of
AIDS in France from 12% to 25% by June 2004.
To increase the sale of DAZ washing powder
from 2% to 5% of our target group by January 2005.
4. Objectives for Survival
To survive the current bad publicity. To
survive the downturn in retail sales.
5. Objectives for Growth
To increase the size of our China operation
from £2,000,000 in 2002 to £4,000,000 in 2003.
6. Objectives for Branding
To make Y brand of bottled beer the preferred
brand of 21-28 year old females in North America by February